In this opinion, AMSRO Presiden Craig Young (pictured below) explains the need for Australian companies to become engaged in data collection and use.
As the reputational and financial risk of being revealed as an untrustworthy data host continues to escalate, and worldwide attention focuses on the illegitimate data collection conducted by Cambridge Analytica, the Association of Market and Social Research Organisations (AMSRO) has sounded a warning for Australian companies engaged in data collection and use.
“Australian organisations may feel that the Facebook issue is somewhat removed from their world. The reality is they are not exempt. No one is.”
“The spotlight is now squarely on how organisations manage and use personal data – from the smallest firms up to the very largest, client organisations and all those who deal in and store data.”
“The financial implications for a breach are significant and the reputational damage is potentially catastrophic, so the liability that goes with data management should be top of mind for all leaders of organisations,” said Craig Young, the President of AMSRO.
With the wealth of data available, any business handling personal information needs to be experienced and trusted users of data: with corporate reputation and revenue on the table, there is little room for error.
And while the market has seen over $US100 billion wiped from Facebook’s value as its partnership with Cambridge Analytica hits the headlines, AMSRO believes it is incumbent on the market and social research industry in Australia to continue to provide the highest level of protection to companies using research services, and in turn, to consumers.
AMSRO member companies have a long and successful track record in safeguarding respondent data and continue to conduct legitimate research working under strict privacy rules that protect confidentiality and prohibit any selling.
Personal information for market and social research (conducted by AMSRO member organisations) is collected only with consent and under strict codes and practices.
This includes a registered privacy code and an industry ‘Trust Mark’ – a seal of endorsement that assures business and government organisations they are buying research that is quality-tested and meets not only ethical standards but also goes over and above minimal privacy legislation.
Members working under the industry Trust Mark:
- Work under Australia’s first and only registered Australian Privacy Principles (APP) Industry Privacy Code, enshrined in Australian law
- Have an independent annual audit for ISO (International Organisation for Standardisation) certification
- Adhere to the industry code of ethics.
Australian Privacy Commissioner, Timothy Pilgrim, said: “I’m very pleased to have worked with AMSRO in the development of the Code. This is a significant step that highlights the value of co-regulatory schemes under the Privacy Act and it demonstrates the importance of privacy for the marketing and social research industry.”
The Code imposes some additional requirements including:
- information collected principally used in a de-identified form
- participation by research subjects in market and social research as carried out by AMSRO members is always voluntary
- market and social researchers use the information collected only for research purposes.
AMSRO member organisations have a 15-year record without a single finding of a privacy breach which demonstrates the success of AMSRO in protecting the industry and the millions of Australians who engage in market and social research.
“Working under the Privacy Code signifies that AMSRO members recognise that proper, respectful and informed consent is the best avenue for demonstrating trustworthiness – rather than relying on self-accreditation or looking for loopholes, exceptions and exclusion to bypass the need for consent,” said David Vaile, co-convenor Cyberspace Law and Policy Community, UNSW.
A $1 billion industry, market and social research is an important service that benefits all Australians. From political polls and television ratings, to surveys of customer satisfaction and the development of products and services, to studies on public health in Australia, market and social research provides valuable information about the society in which we live.
This information helps government, commercial and not-for-profit organisations make informed decisions based upon the interests and needs of their constituents, clients and the general public.
Having rigorous privacy compliance processes in organisations will be imperative as consumers and regulators rightfully ramp up their expectations regarding appropriate data use and handling.
Australian Prime Minister Anthony Albanese said Meta’s decision to stop paying for Australian news is “not the Australian way” and that he is “very concerned” about the announcement. Meta today confirmed it will walk away from funding Aussie journalism once the current content deals expire in what is a significant blow to Australia’s largest publishers. […]
The Australian media industry has responded to Meta’s decision to walk away from funding Aussie journalism once the current content deals expire. In a blow to local media outlets, Meta said it will not enter negotiations to extend deals to pay Australian media companies for the news that appears on its platforms. Michael Miller, News […]
Free TV has said that today’s announcement by Meta that it will not be renewing any of the deals struck with Australian media companies for use of news content on its platforms should be met with swift action by the government. Meta today revealed it will walk away from funding Aussie journalism once the current content […]
NOVA Entertainment has today announced the launch of a refreshed brand identity for FIVEAA, Adelaide’s premier commercial talkback station. The forward-looking brand refresh reflects FIVEAA’s new lineup and vision while paying homage to the station’s previous logo and rich heritage. Built upon the new tagline of Always Adelaide, the new direction celebrates the ‘AA’ branding […]
Australian social and content marketing workflow platform Fabulate has won big at the industry’s annual AiMCO Awards, taking out the highly competitive Best Influencer Marketing Technology Service category. Lead image: Fabulate team at Aimco Awards The win saw the start up platform, which has a team of around 50, receive the industry recognition against competitor […]
Australia’s newest transformative TV technology, Hubbl, will be on sale from March 10 in Harvey Norman and JB Hi-Fi retail stores nationally and via Hubbl.com.au. Lead Image: Foxtel CEO Patrick Delany at Hubbl Launch. Also from March 10, Hubbl will unveil a national advertising campaign starring brand ambassadors Hamish Blake and Andy Lee. The multi-channel […]
Marking a historic moment, THE LUME Melbourne will welcome original pages from Leonardo da Vinci’s Codex Atlanticus to Australian shores for the first time, as they touch down on March 9, before going on display to the public from March 16, when Leonardo da Vinci – 500 Years of Genius presented by Webuild opens to […]
Eyeota, a Dun & Bradstreet company and a global source of data for digital marketing, have selected Proximic by Comscore, a leading provider of audience and content targeting solutions for programmatic activation, as its preferred partner for making its full taxonomy of audience segments available for contextual cookieless targeting.